Three Key Coupon Trends to Watch in 2018

Three Key Coupon Trends to Watch in 20182018-02-162018-09-28https://www.inmar.com/wp-content/uploads/2017/12/inmar-logo-color-web.svgInmarhttps://www.inmar.com/wp-content/uploads/2018/02/woman-on-cell-phone-while-shopping-at-grocery-store.jpg200px200px

E-Commerce sales, subscribe and save models, the growing popularity of discounts stores like Aldi…the CPG industry saw unprecedented change in 2017 as shopper attitudes are changing rapidly. We have also seen changes in the coupon industry. Although distribution remained relatively steady compared to 2016, redemption continued to decline. Inmar’s extensive access to data gives us some top-line trends in distribution and redemption to explore.

Digital continues rapid growth

As shoppers continued to seek digital coupons, the distribution and redemption share for Load-to-Card coupons increased dramatically in 2017, demonstrating that manufacturers are starting to meet the shoppers’ demand for digital offers.

Paper based methods saw redemption declines

Print-at-Home, on the other hand, saw declines in 2017, with redemption volume declines of 33% compared to 2016. Free-Standing Insert distribution share remained relatively flat while redemption volume decreased by 17.1%.

Coupons are still relevant

Finally, we found that shoppers are still looking for and using coupons. Eighty-eight percent of our surveyed shoppers used at least one coupon in the last three months, and those coupons influenced their shopping decisions.

Susan is Inmar’s Sr. Director, CPG Solutions, and has been a member of the Inmar team for more than 23 years, holding a number of positions involving promotion consulting, operations and marketing as well as product management and development. A results-oriented leader with extensive experience in the development, marketing and delivery of consumer promotion solutions, Susan is highly skilled at translating strategic business and marketing plans into tangible, measurable results. In her present position, She is focused on understanding what motivates shoppers along the path-to-purchase and improving the efficiency and effectiveness of clients’ consumer-facing promotions. She received her undergraduate degree from Lenoir-Rhyne University and an MBA from Wake Forest University.